tourism development strategy
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This book features strategies for tourism development. This is useful for tourism students and those who are interested in planning and development.TRANSCRIPT
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M i n i s t r y o f E c o n o M i c D E v E l o p M E n t
Tourism Development Strategy2011 - 2016
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1.0 introduction 4 | 2.0 Key objectives 4 | 3.0 strategies involved 4 | 3. 1 creating an environment conducive
for tourism 6 | 3.1.1 policy framework to support investors and the industry 6 | 3.1.2 improvements to the
regulatory framework 6 | 3.1.3 A conducive taxation strategy for tourism 6 | 3.1.4 Development guidelines 8 |
3.1.5 infrastructure to meet the industry requirements 8 | 3.1.6 transport solutions 10 | 3.1.7 product
development and supporting sME sector 10 | 3.1.8 Human resources requirements of the industry 11 |
3.2 Attracting quality tourists to the country 12 | 3.2.1 the opportunity 12 | 3.2.2 sri lanka tourist arrivals
targets 12 | 3.2.3 visit 2011 campaign 14 | 3.2.4 Using the web as a powerful communication media 18 |
3.2.5 international marketing promotions 20 | 3.3 Ensuring that departing tourists are happy 21 |
3.4 improving the domestic tourism 21 | 3.5 contributing towards improving the global image of sri lanka 22 |
4.0 Development policy framework of Government 24 |
contents
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1I will introduce an accelerated development programme for the tourism industry. I will launch a programme to fulfill the infrastructure and other requirements in order to attract 2.5 million tourists annually, by the year 2016.
(Mahinda Chintana 2010, p-94)
His Excellency Mahinda Rajapaksa
President of the Democratic Socialist
Republic of Sri Lanka
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2The Vision for the Future
The Tourism Development Strategy 2011-2016
derives its strengths from the philosophy of
the Mahinda Chintana -Vision for the Future-
Development Policy Framework which has been
widely endorsed by the people of Sri Lanka at
successive elections.
On the 19th May 2009 His Excellency the President
Mahinda Rajapaksa successfully annihilated the
scourge of terrorism from the land ushering
in a period of reconciliation, development and
prosperity for Sri Lanka.
The tourism sector has been identified as one of
the key sectors propelling the countrys economic
growth. According to the core philosophy of the
Mahinda Chintana the ultimate beneficiaries of
tourism development strategy should be the
people of the country: the farmers who supply rice,
vegetables and fruit, the fishermen who deliver
the catch of the day, the craftsmen who produce
souvenirs, the guides who escort the visitors and
the young men and women serving in the industry
with the unique Sri Lankan smile and hospitality.
We would like to see the economic benefits of this
industry to be distributed to a larger cross section of
the society. It is estimated that by 2016 the industry
is capable of creating 500,000 direct and indirect
employments.
There has been a surge in tourism arrivals
immediately after the conflict with record 46%
growth in 2010 with total arrivals surpassing
650,000 confirming the fact that Sri Lanka has been
globally acclaimed as one of the finest destinations
for the discerning traveler searching for peace,
tranquility and multi faceted attractions.
The Tourism Development Strategy 2011-2016
addresses the wider issues related to the industry
covering the government policy, capacity and
manpower buildup requirements, infrastructure
development, improving service standards,
marketing and promotions, regulations, guidelines,
public relations, tourist safety and improvements to
domestic tourism.
It is my sincere endeavor to provide the necessary
leadership for the implementation of the master plan
developed by my ministry based on the Mahinda
Chintana -Vision for the Future- Development Policy
Framework and I request all stakeholders to join
us in this national effort of making Sri Lanka, our
motherland, the Emerging Wonder of Asia.
Basil Rajapaksa
Minister of Economic Development
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3The year 2010 was a significant one for the tourism industry of Sri Lanka with tourism arrivals reaching the highest recorded number in recent history.
Azure waters and coral-white sands 365 days of the year
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41.0 Introduction
Mahinda Chintana - Vision for the Future - The
Development Policy Framework of the Government
of Sri Lanka is committed to a sustainable Tourism
Development Strategy. Protection of the environment
and distribution of economic benefits to the larger
cross section of the society are key components
of this overall vision. The Development Policy
Framework of the Government of Sri Lanka aims at
positioning Sri Lanka as a model tourist destination
benefiting from the countrys natural advantages of
having the highest bio diversity in Asia backed by
a strong culture, historical artifacts, exotic beaches,
green environment and friendly people all of which
are solid building blocks for tourism development.
The Government has set a target of attracting 2.5 Mn
high spending tourists by the year 2016.The 5 year
master plan prepared by the Ministry of Economic
Development under the guidance of the Hon.
Minister of Economic Development for the period of
2011 2016 addresses a range of issues related to
Sri Lanka Tourism Strategy including environmental,
social, cultural, economic, institutional and
promotional aspects together with their mutual
relations with the National Development agenda,
in order to create a favourable platform to achieve
targeted tourist turnover by 2016.
2.0 Key objectives
The Government recognises the multiplier effect
of tourism development in creating employment
opportunities and distribution of wealth through a
variety of economic activities predominantly in the
SME sector, taking the advantage of SMEs being able
to link micro enterprises from one side and large
scale corporate sector on the other side.
Some of the key objectives to be achieved through
the 5 year strategy are as follows:
1. Increase tourist arrivals from 650,000 in 2010
to 2.5 Mn by 2016.
2. Attract USD 3,000 Mn as Foreign Direct
Investment (FDI) to the country within 5 years.
3. Increase the tourism related employment from
125,000 in 2010 to 500,000 by 2016 and
expand tourism based industry and services all
island.
4. Distribute the economic benefits of tourism
to a larger cross section of the society and
integrate tourism to the real economy.
5. Increase the foreign exchange earnings from
USD 500 Mn in 2010 to USD 2.75 Bn by 2016.
6. Contribute towards improving the global trade
and economic linkages of Sri Lanka.
7. Position Sri Lanka as the worlds most
treasured island for tourism.
3.0 Strategies involved
There is a great scope for promoting tourism
particularly within the region due to historic and
cultural ties of Sri Lanka with the South Asia,
Middle-East and Far-East. Sri Lanka is part of a region
which includes already industrialised economies
such as Japan, Korea, and Singapore and rapidly
emerging economies such as India and China which
are capable of altering the economic landscape of
the world during the next few decades. Sri Lanka
also with its unique geographical location, diversity,
quality human resources, peace and stability has
all the ingredients in place to play a key role in the
regional development as a fast emerging market
economy in Asia. The country with a per capita
income of USD 2400 in 2010 enjoyed 8% economic
growth.
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5Creating an environment conducive for tourism is a major component of our 5 year master plan.
A number of professional golf courses are available within the country
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6The specific strategies related to tourism in the five
year master plan are discussed below under the
following five main areas in focus:
I. Creating an environment conducive for tourism.
II. Attracting the right type of tourists to the
country.
III. Ensuring that departing tourists are happy.
IV. Improving domestic tourism.
V. Contributing towards improving the global
image of Sri Lanka.
3.1 Creating an environment conducive for
tourism
3.1.1 Policy framework to support investors and
the industry.
The Government has addressed several policy
related issues that were affecting the industry
such as, (a) the restoration of a simple tax
regime, (b) simplification of licensing procedures,
(c) reduction of the high electricity tariffs, (d)
unification of the regulatory environment and
creating a single authority for tourism promotion,
(e) creating opportunities to promote shopping of
internationally reputed branded products and
entertainment, (f) simplification of the investment
approval process by setting up of a One Stop Shop
for tourism related investments, (g) streamlining
the process of alienating government land for
tourism development projects, (h) attracting
internationally reputed tourist hotels and, above all
(i) environmentally friendly, clean-city concept for
urban development.
3.1.2 Improvements to the regulatory framework
To compete in the international arena, the service
standards must match the global expectations.
At the same time it is important to preserve the
environment and wildlife and promote clean cities
and townships. It must also be ensured that the
maximum benefit of tourism is passed on to the
community and economic growth is supported
through domestic value creation. In view of these
requirements, the existing regulations /guidelines
have been revisited and modified. Several new
regulations/guidelines have been introduced. Given
below are tourism products for which regulations/
guidelines have been revised, taking international
best practices also into account.
AdventureSportsCenters
ApartmentHotels
CampingSites
CruiseLiners/LuxuryVessels
EcoLodges
ElephantSafari
GuestHouses
HeritageHotels
HouseBoats
HomeStayUnits
BoutiqueHotels&Villas
AyurvedicHotels/Centers
ProfessionalEventsOrganizer
Restaurants
SafariToursbyVehicles
SpaandWellnessCenters
SpiceGardens
TouristBungalows
TouristHotels
TouristShops
TravelAgencies
WhaleandDolphinWatching
3.1.3 A conducive taxation strategy for tourism
Taxes have been simplified for the benefit of tourism
industry. The profit / income are subject to a 12%
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7It must also be ensured that the maximum benefit of tourism is passed on to the community and economic growth is supported through domestic value creation.
Sigiriya, a UNESCO world heritage site, is one of the best preserved cities of the first millennium
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8tax. The upfront cost of investment in leisure and
tourism related activities and plant and machinery
as well as branded consumer products are subject to
low taxes. Duties on vehicles have been reduced to
promote tourism related services. Taxes imposed at
various levels of government are being consolidated
to make an industry friendly tax regime.
3.1.4 Development guidelines
The University of Moratuwa has been entrusted with
the responsibility of developing a set of national
tourism guidelines to improve the performance
standards of the industry.
3.1.5 Infrastructure to meet the industry
requirements
It is estimated that 2.5 Mn tourist arrivals by 2016
will require around 45,000 hotel rooms catering
to the tourism industry. However as per end 2010
statistics, the country has only 22,735 SLTDA
approved hotel rooms.
Capacity as at end 2010
Accommodation Type Number Number of
Rooms
Tourist Hotels 256 14,948
BoutiqueHotels&Villas 50 577
HomeStayUnits&BBUnits 181 560
Guest Houses 679 6393
Heritage Homes 49 257
Total 22, 735
This means the industry has a task of adding
around 22,500 rooms to the current capacity,
during the next five years. At the same time most
of the current facilities also need to be refurbished.
In order to facilitate the process of building room
capacity SLTDA has taken the following initiatives:
I. Setting up a One Stop Shop at SLTDA for tourism
related investment projects with the cooperation of
BOI, UDA, CCD, EA and other relevant line agencies,
to be able to considerably reduce the time spent by
investors to obtain necessary approvals.
II. The land alienation process has been simplified
and several resorts and city hotels are being
promoted in the development policy strategy.
Instead of SLTDA attempting to develop resorts, the
lands will be made available to potential investors
who have the financial capability to pay upfront for
a 99 year lease and they will be given the freedom
to develop these resorts within the national tourism
guideline. Small land blocks are available on an
outright basis for foreign investments, provided
investment in the land alone is in excess of USD 50
Mn, for the development of city hotels.
III. A group of specialists have been engaged
to develop a land bank, which includes both
government and private lands, which are made
available to the potential investors. This project
covers the entire island and will be a key contributor
towards building provincial level tourism.
IV.A number of other tourism related projects have
also been identified to support the overall growth of
tourism in the country. The potential investors are
encouraged to consider the following opportunities:
GolfCourses
RaceCourses
WaterParks
ThemeParks
Marinas
ShoppingMalls
EntertainmentStudios
AdventureSports
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9Accomodation facilities will be increased with the construction of 22,500 hotel rooms to cater to the expected increase in tourist arrivals by 2016.
Some of our hotels set global benchmarks in sustainable tourism
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LightAircraftServices/SeaPlanes
BoatManufacturing/BoatHiring
Convention/ExhibitionCenters
TaxiServices
GamingCities(perhaps isolated from general
public and in special zones)
With the growing investments in tourism
industry, the Government is committed to
design policy strategies to integrate banking and
financial institutions, construction industry and
professionals, agriculture industry and a wide
range of service oriented stakeholders to work with
foreign investors and private authorities to exploit
the full potential of backward integration in such
large investments. Dialog is already being promoted
by the Ministry of Economic Development and
National Council for Economic Development
(NCED) to encourage investors to link with the local
construction industry and others in the supply
chain. Similarly, local economy is being promoted
and the tourism sector is encouraged to source
its requirements such as fruits, vegetables, spices,
food varieties, beverages, textiles and handicrafts,
gift items, consumables etc. from local suppliers.
The Government Tourism Development Strategy
therefore aims at generating a wide range of
economic activities related to tourism.
3.1.6 Transport solutions
I. SLTDA has been actively promoting the use
of sea planes and light aircrafts as a solution for
reducing the time required by tourists to travel
within the country. Given the large number of water
bodies in the country, sea planes have become the
ideal solution for a high spending tourist.
II. Railway also has a great potential to evolve
as a solution for tourist transportation. With a
little modification to the current railway tracks
and improvements to the carriages we can enable
tourists to take a train journey to anywhere in
the country. SLTDA promotes with the railway
department, to develop products and popularise
train travel by tourists by introducing modern/
refurbished carriages, observation saloons, dining
cars etc. Extending the rail track closer to main
tourist attractions such as Pinnawala Elephant
Orphanage is being explored. The old steam
locomotives and the narrow gauge railway engines
left with the Railway Department could be effectively
used as tourist attractions. SLTDA has also taken a
special interest in promoting the Vice Roy Special
steam train to the tourists and tour operators.
III. Strategies are being worked out to introduce
a tour bus service circling the Galle Road and
Duplication Road connecting Dickmans Road
junction and Colpetty junction and boat services to
be expanded connecting the canal system and the
Beira Lake to promote Colombo City attraction for
both domestic and foreign tourists.
IV. Currently only a limited number of airlines
provide services to the country. To meet the
anticipated demand, actions have been initiated
to; (1) increase the frequencies of those airlines
currently flying to Colombo, (2) attract new airlines
to begin services and (3) promote the network of Sri
Lankan Airlines.
V. The airport taxi services is to be regulated and
improved to facilitate transport to city hotels and
other local destinations.
3.1.7 Product development and supporting SME
sector
The Sri Lankan tourism industry has to think
beyond traditional norms and be actually involved
in product development to make the visits exciting
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for the tourists. Since one of the key objectives of
tourism is economic development at mass level,
SLTDA has been encouraging the industrialists to
focus on getting the community involved in the value
chain and new value creation. One good example is
the home stay program that is gaining momentum.
Similar initiatives like visits to community based
activities such as farming, fishing, handicrafts,
festivals, religious and cultural programmes, sports,
bird watching, wildlife etc are being promoted.
SLTDA promotes financial institutions to provide
low interests loan facilities and grants to the SME
sector.
The SME sector is also given concessions when
participating in events organised by the SLTDA. For
example only 25% of the actual cost is charged to
an SME company attending a recognised trade fair
whereas large companies are charged 50% or full
amount depending on the case.
3.1.8 Human resources requirements of the
industry
Strategies that are used by SLTDA to fill the human
resources gap could be divided into two major
categories:
I. Meeting the human resources gap of the
accommodation industry: Providing necessary
trainingforfourmajorsectors,namely;a)F&B,b)
Professional Cookery, c) Housekeeping and d) Front
Office Operation. Sri Lanka Institute of Tourism and
Hotel Management is specialising in these areas. As
the annual output of about 1500 graduates is the
industry requirement, incentives will be provided
to promote skills in the industry.
II. Meeting the human resources gap of in related
services: Providing necessary training for tour
guides, home stay hosts and other formal and
informal sector service providers. Sri Lanka Institute
of Tourism and Hotel Management is conducting
short courses to meet these requirements as well.
The picturesque climb to the central hill country
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In order to meet the human resources building
requirement, Sri Lanka Tourism also works
closely with other interest groups such as; 1) local
authorities, 2) local universities, 3) industry partners
4) private sector education institutes, 5) potential
training providers of public and private sectors and
6) NGOs and CBOs to meet the emerging demand.
3.2 Attracting quality tourists to the country
Attracting tourists and gradually building the
arrivals to 2.5 Mn by the year 2016 requires a
focused plan and dedicated execution. Three
primary areas that the attention has been paid are
1) segmenting the market and identifying the right
target customers, 2) marketing communication and
promotion activities, 3) facilitating the visits.
3.2.1 The opportunity
International tourist arrivals (projections
up to 2020)
(Source UNWTO Barometer 2010)
Tourism is today the worlds largest service
industry. Global tourism arrivals grew by 6% in 2010
recovering from a 5% slump in 2009. Further growth
of about 5-6% is expected in 2011 as the tourism
industry is recovering fast.
AnalltimerecordofUSD1,045Bnwasspent
by tourists in 2010.
In2010SriLankaattracted654,000tourists
with a remarkable 46% growth against
previous year and is on a buoyant growth
path benefiting from peace, security and
development and momentum gained from
2009.
3.2.2 Sri Lanka tourist arrivals targets
Given the limitation in room capacity and the time
required to build new hotels, we expect moderate
growth in 2011 2013 and much faster growth
thereafter. However, the industry is expected to
move towards premium prices with greater value
addition attracting high spending tourists.
Sri Lanka tourist arrival targets (2010-2016)
It is important that the country moves away from the
low cost tourism and focuses on high end tourism.
To attract high spending tourists the following are
being focused.
I. A product that is appealing to the high
spenders (business, leisure, shopping wildlife
etc.)
II. High quality of accommodations and service
III. Value addition and product segmentation.
1950
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200
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1000
1200
1400
1600
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mil
lion
1960 1970 1980 1990 1955 2000 2009 2010 2020
Middle EastAfricaEast Asia/PacificAmericasEurope
2010 2011 2012 2013 2014 2015 2016
500000
0
1000000
1500000
2000000
2500000
3000000
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The Sri Lankan tourism industry has to think beyond traditional boundaries and be actually involved in product development to make visits exciting for the tourist and to position Sri Lanka as unique
Sri Lankas traditional dance forms are spectacular and exciting
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Growth expectations for 2011 2012 years are
indicated below:
The industry needs to be clear of the type of
customer segments that Sri Lanka should target.
Given the diversity of the value proposition, a
number of different market segments could be
serviced. The key strengths of the country that will
be highlighted in promotional campaigns would be
the (a) diversity, (b) compactness and (c) authenticity
3.2.3 Visit 2011 campaign - Sri Lanka is a natural
wonder.
His Excellency the President has declared 2011 as the
visit Sri Lanka year. During 2011 Sri Lanka Tourism
will focus primarily on refining the product offer
and getting all stakeholders to work on a common
positioning strategy.
The main features of the visit Sri Lanka 2011
campaign concept are explained below.
Sri Lanka is an island whose main advantages for
tourism are 1) Authenticity, 2) Compactness and 3)
Diversity. It has a 2500 year old culture (authentic)
and within just 65,000 square kilometer area
(compactness) it offers so many different attractions
for a tourist (diversity).
COUNTRY OF RESIDENCE INTERNATIONAL ARRIVALS TO
OUTBOUND SRI LANKA
FORECAST *
2011 2010 2011 2012
Mn (actual) (targets) (targets)
North America 102.2 40,216 46,000 56,000
Western Europe 171.0 250,447 291,000 354,000
Eastern Europe 139.5 61,635 76,000 101,000
Middle East 68.0 37,540 42,000 50,000
EastAsia&Pacific 118.5 91,590 110,000 139,000
South Asia 16.0 171,821 182,000 208,000
Others 38,767 45,000 67,000
Total 654,476 750,000 925,000
* Source: UNWTO barometer 2011
Growth expectations during the next two years (2011 - 2012)
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In the visit 2011 campaign, Sri Lanka Tourism
focuses on eight product categories under the
theme 8 wonderful experiences in 8 wonderful
days. The eight letters in the country name SRI
LANKA, shown in 8 different colours symbolise
the 8 different product categories that Sri Lanka
Tourism wants to promote.
1. Beaches - Pristine
2. Sports&Adventure - Thrills
3. Heritage sites - Heritage
4. Mind and Body wellness - Bliss
5. Scenic beauty of the
country - Scenic
6. Wildlife&Nature - Wild
7. People&Culture - Essence
8. Year-round Festivals - Festive
Sri Lanka needs to be known as a tourist destination
which can offer all these above and not just
sand and beaches. The country tagline would be
Wonder of Asia as articulated by the Government
Development Policy Framework. Sri Lanka is today,
the emerging Wonder of Asia. It has the potential
to be the next Asian economical miracle. However,
in tourism promotions the emphasis is more on
the fact that Sri Lanka is a natural wonder. A lot of
travel journalists have referred to Sri Lanka as the
paradise on earth or the jewel of Asia. Sometime
back Sri Lanka was known as pearl of the Indian
Ocean. All these lead to one conclusion, that Sri
Lanka is a natural wonder.
The Visit Sri Lanka 2011 promotional campaign is
developed with the association of tourism industry.
An annual event calendar is developed to showcase
Arugambay in the East of Sri Lanka is considered one of the best surfing locations in the world
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THRILLSPRISTINE
SCENIC WILD
8 wonderful experiences
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HERITAGE BLISS
ESSENCE FESTIVE
in 8 wonderful days
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Sri Lankas rich diversity in a compact area. Under
VSL 2011 12 refreshing themes in 12 months will
be promoted in each month of the year symbolising
12 letters in Wonder of Asia. The main objectives
of the campaign are as follows; to highlight the
monthly theme activities happening in the island to
showcase it as a vibrant and diverse destination to
the world through media and publicity, buildup 12
products with the association of the industry, work
as a base year to achieve 2.5 Mn tourists in 2016
by attracting different market segments, provide
visiting tourists an experience of diverse theme
activities throughout the year, create awareness
among the local community on tourism and obtain
their support and cooperation towards tourism.
In line with the above several key monthly events
and activities that are planned in the country are
summarised in the table on the next page.
Research shows that many tourists consider coming
to Sri Lanka a refreshing experience. It is something
that the industry can use to differentiate themselves
and promote the island. Refreshingly Sri Lanka
has therefore being the main emphasis on our Visit
2011 marketing campaign.
3.2.4 Using the web as a powerful
communication media
The most effective global communication medium
in tourism today is the internet. Sri Lanka Tourism
is currently developing an improved web portal
for tourism promotions. The improved web portal
is accessible to any potential tourist who needs
information about the country, attractions, events,
accommodation, tours organisers, transport etc.
The latest version of the web portal will be highly
interactive and the tourists will be able to do the
following:
Studyvariousattractionsinthecountrywhich
are grouped under 8 categories ( Beaches,
The cultural triangle of Sri Lanka is proof of an advanced ancient civilisation
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Key Monthly Events 2011
Month Main Theme Theme Activities
January Beaches Beach Conservation Day in all beach tourist destinations,
catamaran race, photographic exhibition in Negombo,
sand castle, beach volleyball competition and beach
fiesta in Bentota, seminar on Underwater Marine Life,
Sancharaka Udawa Tourism Mart. **
February Sports&Adventure ICCcricketmatches,elephantrun,gemmining
expedition, mini surfing event, white water rafting,
trekking, marathon, sailing regatta, seminar on
adventure sports and display of traditional martial arts -
Angampora.
March MICE UNWTO Commissions Meeting, Kooriya fish festival,
Law Asia Conference, Education Advisors Conference
April People&Culture Aluth Sahal Mangalya, New Year celebrations in 3 main
tourist cities i.e. Kandy, Trinco, Galle. Seminar on People
&Culture
May Religious 2600 year SamBuddha Jayanthi Celebrations, Wesak
festival,BuddhistFilmfestival,Buddhisttrails&retreats,
Buddhist tour operator and festive media programmes
from potential markets
June Wedding&Honeymoons Industryorganised100Weddingsprogrammesfor
foreign tourists and leading wedding and honeymoon
journalists tours
July Mind&Wellness Ayurvedicexhibitionandislandwidehealthshowsto
promoteBody&MindWellness
August Heritage Kandy Esala Perahera, Vel festival, Nallur festival,
Madu festival, special tour operator and media
journalists programmes, seminar on Heritage.
September Nature&Wildlife Minneriyaelephantgathering,bird/elephant/leopard/
blue whale/butterfly watching events, CSR project on
protecting wildlife, seminar on Wild Life
October Community&Education Developingtourismvillages(homestays)innine
provinces,organisingawarenesseventoncommunity&
education, paddy harvesting ceremony.
November Culinary World Spice Festival, Culinary Exhibitions in different parts
of the island.
December Shopping&Entertainment IntroduceasignatureeventColomboShoppingFestival,
organising various mini shopping festivals and
entertainment events in tourism destinations.
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WildLife,Sports&adventure,ScenicBeauty,
Body&Mindwellness,Festivals,People&
Culture, Heritage)
Viewmorethan200videos/picturesabout
various attractions in the country
Learnaboutupcomingeventsrelatedto
tourism
Makearoomreservationatahotel,aguest
house, an apartment or a home stay facility
having viewed the details on the web
Establishlinkswithatouroperatortoplanthe
itinerary
Bookatourguidehavingviewedhis/her
respective details on the web
Bookataxi/rentacarserviceontheweb
Purchaseticketsforthekeyattractionsand
plan the trip budget
Uploadpicturesandvideostothewebsite
sharing their experience in Sri Lanka
WritearticlesaboutSriLankaandsharevarious
experiences with fellow tourists
Applyforvisaonlinethroughtourismwebsite
3.2.5 International marketing promotions
While focusing internally on product development
at this stage the overseas promotional campaign
will be developed systematically through the
following approaches
During2011moreattentionwillbepaidto
the visiting journalists programs. Nearly 200
journalists from reputed media institutes
will be invited to visit Sri Lanka.
SriLankaTourismwillworkwiththeforeign
missions and Sri Lankan Airlines offices abroad
to undertake specific country promotions.
Thetourismindustrywillcontinuetheir
participation in trade fairs in important
markets and SLTDA will continue to provide
assistance.
Rivers, lakes and beaches around the island call out to water sports enthusiasts
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Amajorinternationaladvertisingcampaign
could be initiated during later period of 2012
or 2013 once the adequate room capacity
and other facilities are fulfilled to target
an exponential growth in tourism.
3.3 Ensuring that departing tourists are happy
According to our research more than 70% of tourists
who visited the country during 2009 -2010 period
had heard about Sri Lanka from someone who
visited the country earlier. Hence it is extremely
important to ensure that the tourists who arrive
in Sri Lanka enjoy the visit and take back fond
memories. Positive word of mouth is a very powerful
promotional tool for the tourism.
SLTDA with the assistance of the industry and
other line agencies have entered into a series of
discussions to improve the tourist satisfaction level.
Some initiatives have already been implemented
while others are still at conceptualisation stage or
implementation stage. Given below are some of
these initiatives:
Reducingcongestionatimmigrationcounters
by increasing staff and also by making certain
process improvements such as workflow
Trainingforairportandimmigrationstaffto
provide a better customer experience
Improvementstotheairportfacilitiesandthe
surroundings
Trainingairporttaxidrivers
Introducingratecardsfortaxisoperatingfrom
the airport and the port
Involvementoftouristpolicetominimise
tourist harassment
Attemptstoregularisethepricingstructure
of key attractions and the initiative to introduce
an electronic ticketing system as a CSR project
of a major telecommunication company to
ensure customer convenience at trip planning
stage and also during the tours (already
developed and awaiting discussion with
minister)
Improvementstotheaccessroadsandother
comforts at key attractions
DevelopingtheSLTDAwebsitetobemore
informative and of practical use to tourists
who are seeking hotel rooms, tour planning
assistance, guides, vehicle hire and purchase of
tickets to key attractions
Improvingthecleanlinessofbeachesandother
key tourist attractions by promoting voluntary
contributions from the industry
Effectiveuseofmediatocreatepositive
sentiments about tourism amongst the public
so the tourists are better treated by the society.
3. 4 Improving domestic tourism
While looking to the foreign tourists to generate
additional foreign income to the country we cannot
neglect the increasing demand from domestic
tourists whose per capita income is on the rise.
With the increasing demand for better quality hotel
rooms the pricing structures in the hotel trade are
bound to increase and this can have a negative
impact on domestic tourism. Hence the Government
is currently looking at a few alternatives to facilitate
domestic tourism
Agreaterinvolvementbythegovernment
agencies in investing into and managing
the rest houses, which are currently, leased
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22
to the private sector individuals. A government
company with some shares issued to the public
will be formed to manage these properties.
Effectiveutilisationofthecircuitbungalows
owned by various government ministries and
line agencies. Once upgraded to the required
standards these bungalows can be marketed
through a common marketing unit or Sri Lanka
Tourism website where a rooms booking
engine is already in place.
Creationofgreaterawarenessoflesser-known
attractions using different media accessible
to the domestic tourists. The Narabamu Sri
Lanka TV documentary series narrated by the
artiste Jackson Anthony was one such initiative
of Sri Lanka Tourism.
3.5 Contributing towards improving the global
image of Sri Lanka
Sri Lanka Tourism is making arrangements to
utilise the resources at the foreign missions more
effectively for the promotional work. The following
initiatives have been taken in this regard:
Allforeignmissionshavebeenbriefedonthe
Visit Sri Lanka 2011 program
Foreignmissionshavebeenrequestedtotake
initiatives in 1) building a closer rapport with
international media, identifying journalists
who could create the most significant
impact in the respective markets and arrange
them to participate in our visiting journalists
programs, 2) establishing links with major tour
operators in the respective countries and
promoting the country and at the same time
helping them build links with local tour
operator companies 3) promoting tourism
related investments opportunities in Sri Lanka
amongst potential investors
SriLankanAirlinestoactasajointpromotional
agency, as they already have a presence
in many overseas markets with trained staff
to promote the focused markets where Sri
Lankan has a strong brand presence.
WhenpromotingSriLankaitisimportant
for all line agencies to work within
a common theme and also to share resources
as much as possible. For example Sri Lanka
Tourism, Sri Lankan Airlines, BOI, EDB,
TeaBoard,Gem&JewelleryAuthorityand
other line agencies who are involved in
international marketing are to be worked
together to achieve the best synergies.
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23
While we look to the foreign tourists we give equal priority to promoting domestic tourism as Sri Lanka is an emerging middle income country.
The Dalada Maligawa in Kandy holds much wonder for foreign and domestic tourists alike.
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24
4.0 Development policy framework of
Government
(Extract from The Development Policy framework-Govt of Sri Lanka-Published by Department of National Planning-Ministry of Finance and Planning)
My intention is to generate environment
friendly sustainable tourism instead of
relying only on leisure seeking popular
tourism. (Mahinda Chintana 2005, p-59)
I will introduce an accelerated
development programme for the tourism
industry. I will launch a programme
to fulfill the infrastructure and other
requirements in order to attract 2.5 million
tourists annually, by the year 2016.
(Mahinda Chintana 2010, p-94)
The Sri Lankan tourism industry is one of the fast
emerging industries of the economy with average
annual revenue of US $ 500 million at present. It
is the sixth largest foreign exchange earner in Sri
Lanka. It has created employment for about 125,000
persons. At present, nearly half a million tourists
visit the country every year.
Sri Lanka has exotic sandy beaches, large greeneries,
historical artifacts, a good climate, spectacular
landscape in the highlands, a rich biodiversity and
friendly and welcoming people. These distinctive
opportunities will be utilised to develop the
tourism industry as a major growth sector in the
development of the economy.
The governments vision is to transform Sri Lankan
tourism sector, by 2020, to be the largest foreign
exchange earner in the economy; position Sri Lanka
as the worlds most treasured and greenest island
and attract high spending tourists while preserving
the countrys cultural values, natural habitats and
environment.
The government has targeted 2.5 million tourists
by 2016 and room capacity of about 45,000 to meet
this target. This sector is also expected to receive
investments in excess of US$ 2 billion in the medium
term in areas of luxury hotels, high quality residencies
and high end shopping malls.
The multiplier effect in the investment on tourism is
envisaged in the construction, furniture, transport
and food and beverage industries in the country.
Estimates reveal that these industries will provide
new direct and indirect employment opportunities
to about 350,000 people.
Increase of tourist arrivals and earnings
The sector is expected to attract more than 4 million
tourists by 2020. The sector is also expected to
generate employment for about 1 million persons
and income amounting to about US$ 8 billion.
Regional cooperation will be strengthened to
increase tourism openness through the relaxation
of regulatory barriers. International and local
air lines are encouraged to operate in Sri Lanka.
Comprehensive market promotion campaigns will
be implemented to build a positive perception on
Sri Lanka globally.
A Tourism Centre will be established of special
cultural importance to Asia to attract religious
tourists from neighbouring countries. Major cities
of the country will be developed to be attractive
tourist cities in Asia.
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25
Tourism products will be diversified with special emphasis on eco-tourism, tapping the tourism potential of the natural topography and ecological values of the country.
Rafting on white water rapids in Kitulgala
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26
Expected tourist arrivals and earnings (2010 -
2020)
Promotion of up-scale tourism
Up-scale tourism will be promoted and high
spending tourists will be the target group. Spending
per tourist per day is expected to rise over US $ 200
during the next ten years.
Eco-luxurious experiences for up-scale tourists will
be ensured. International shopping facilities will
be promoted in major cities to assure shopping
experience for tourists.
Instead of relying upon cheaper products, the
tourism sector will be encouraged to create
regional tourism brands. This will lead to create
competitiveness in tourism and will attract more of
up-scale tourists.
Diversification of Tourism
Tourism products will be diversified with special
emphasis on eco-tourism. Adventure tours (safaris,
jungle tours, mountain trekking) will be provided,
tapping the tourism potential of the natural
topography and the ecological values of the country.
Underwater exploration, aquatic adventures
and sports in the sea, natural water streams
and reservoirs are some targeted activities to be
promoted under the tourism development strategy.
Boat riding facilities will be improved in major
reservoirs and rivers. Facilities will be improved for
exploring magnificent coral reefs, coastal fishing,
and dolphin and whale watching. Bird watching
opportunities will be popularised and improved.
Support will be extended to local entrepreneurs to
construct Ayurvedic healthcare centres which could
lead to an increase of tourists. Government and
private owned agro farms are developed as tourist
attractions.
Community based tourism and tourist villages are
also to be promoted to increase value change in
tourism based activities linking with rural economy,
harvesting seasons, wild life, farming practices, art,
culture and religions.
20202015
Year
Year
Arrivals
Earnings
Arr
ival
s (m
m)
Earn
ings
(US$
mn
)
2010
2010 2015 2020
0
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
0.5
1
1.5
2
2.5
3
3.5
4
4.5
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The Sri Lankan elephant is an iconic and much loved creature of the wild. They can be seen in most of the islands National Parks.
Minneriya National Park in the North Central Province of Sri Lanka, where herds of elephants can be seen by the water tank.
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28
Expected public and private investments in
tourism
Focus on new market
The new markets such as America, East Asia, Middle
East, Eastern Europe and Australasia are being
attracted. A state-of-the-art information centre
will be established for tourism promotion utilising
e-commerce tools. Promotion campaigns will be
implemented with the participation of Sri Lankan
diaspora and missions abroad. Overseas market
promotion activities will also be encouraged.
Development of Tourism Infrastructure
Accommodation facilities will be increased with the
construction of 22,500 hotel rooms to cater to the
expected increase in tourist arrivals.
Basic infrastructure such as road network, townships,
telecommunication facilities, restaurants, resting
facilities and water supply in all main cities and
tourist sites will be developed to create a conducive
environment to promote tourism.
Visitors facilities will be improved. Day and night
recreational centres and parks, as well as urban
forestation will be established in order to build a
relaxing environment in main cities.
New Destination Promotion
Implementation of flagship infrastructure projects
for development of the tourism zones on the
Western and Eastern coastal belt has already been
undertaken.
This will cover areas such as Arugam Bay,
Trincomalee, Kalpitiya, Negombo, Dedduwa,
Galle, Mullaitivu and Hambantota. With the
implementation of e-tourism solutions and efficient
delivery of visitors information, it is easy to promote
new destinations.
Making Tourist Attractions and Events Popular
Local and international tourists will be offered a
wide range of attractions and events. A database of
tourist attractions and facilities will be created and
an events calendar will be published. Promotion of
festivals such as the Ramayanaya festival, literary
festival, tea festival and food and fruit festival to
attract more foreign and domestic tourists will be
undertaken.
Promote Domestic Tourism
Domestic tourism will be facilitated by providing
adequate accommodation facilities at affordable
rates. Assistance will be provided to residents
of popular tourist destinations to start small
comfortable houses for tourists at reasonable rates.
All religious places of worship will be developed.
The historical places will be upgraded and ancient
city tours will be arranged.
Special promotion campaigns will be conducted
to popularise unpopular tourist sites in Sri Lanka
through electronic media and printed material.
Time Period
Public
Exp
ecte
d I
nve
stm
ents
(m
n)
2011-2013 2014-2016 2017-20200
100000
200000
300000
400000
500000
600000
Private
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The calm and tranquil waters of the Negombo lagoon
Sri Lanka is backed by a strong culture, historical artifacts, exotic beaches, green environment and friendly people, all of which are solid building blocks for tourism development.
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30
Domestic travel packages will be arranged with the
participation of luxury bus service providers and
local hotel service providers. Opportunities will be
created to open up internal airlines and sea plane
services.
A sound cooperation and coordination among public
and private sectors, and tourism organisations
will be ensured through the establishment of a
Domestic Tourism Unit. The formed unit should
consist of statistical information like number and
variation of tourists, number of overnight stays,
accommodation facilities used and change in
tourism activities according to the age, gender, level
of education and wealth of tourists.
Domestic tourist quotas at discounted prices will be
allocated to meet the recreational needs of low and
middle income tourists.
The setting-up of theme parks with water related
adventures, modern roller coaster rides, recreational
facilities and other services will be promoted
through the public-private partnership basis.
International sport competitions such as cricket,
rugger and athletics are further areas to be promoted
in sport tourism.
The facilities for meetings, conferences and
exhibitions will be improved promoting the MICE
industry. Fully fledged international convention
centres will be established.
Developing Industry Professionalism
The government will improve productivity of the
tourism industry, through building professionalism
in the travel and hotel industries. The private sector
will be encouraged to set up world renowned human
resource development centres to meet the emerging
needs of the tourism industry locally and abroad.
Hotel management and tourism promotion subjects
will be provided in the curriculum of university
academic programmes.
Simultaneously, the government will extend
maximum support to the private sector training
institutions with a view to maintaining the standards
of services. Licensing of tour guides in order to
standardise their service (through a competency
test) and accreditation of travel agents will be
undertaken.
Conservation of Fauna and Flora as Tourist
Attraction
Sri Lanka has a very high degree of species diversity
with a high rate of endemism. It also lies on a major
bird migration route and provides a critical habitat
to many migratory birds. In keeping with its strong
tradition of conservation, about 13% of the total land
area is protected under the Department of Wild Life
Conservation (DWC). This is made up of 21 National
Parks, three Strict Nature Reserves, four Nature
Reserves, one Jungle Corridor and 61 Sanctuaries.
The reduction of species richness and natural
habitats as a result of unregulated human activities
in protected areas threatens our wildlife and leads
to an endless mananimal conflict.
The strategies for achieving a policy of wild life
management will include:
Integrating bio-diversity management and
conservation.
Expansion of the DWCs responsibilities and
equipping it with a greater degree of professional
skills.
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New safari parks, botanical gardens and zoological gardens will be established to meet the increasing demands for public recreation.
Sri Lankas wildlife sanctuaries enjoy the worlds highest density of Leopards
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The conservation of elephants and concomitantly
mitigating the human-elephant conflict which will
be given the high priority.
* Determining the carrying capacity of protected
areas, which will increase the sustainability of
protected areas through zoning and corridor
development.
* Strengthening the DWCs skills, which will enable
them to manage protected areas effectively.
* Improving wild life research which will contribute
towards effective management decisions.
* Developing and improving infrastructure facilities
within the protected areas, together with habitat
management.
* Visitor facilities in national parks will be
developed to cater to the satisfaction of tourists.
* Establishment of optimum protected area
network in the Northern and Eastern Provinces
that conserve the biological diversity while
protecting important watersheds and opening
up opportunities to facilitate ecotourism
development activities.
Newsafariparks,dryzonebotanicalgardensand
zoologicalgardenswillbeestablishedtomeetthe
increasing demand for public recreational facilities.
Construction of a new safari park at Ridiyagama in
Hambantota and the establishment of Mirijjawila
dryzonebotanicalgardenhavealreadycommenced.
Initialstepshavebeentakentoestablishanewzoo
at Pinnawala/ Wagolla in an 800 acre extent of land.
Peradeniya and Haggala botanical gardens will be
developed as the hub of botanical research in the
region. Educational materials on flora and fauna
will be developed and published to enhance the
awareness of both domestic and foreign tourists.
As a result, more tourists will be attracted to these
areas.
Improving Service Standards
Safety standards and security aspects of tourism
will be given a high priority. Regulatory bodies will
be strengthened to ensure the quality standards
of products and security aspects of tourists. Rules,
regulations and institutional mechanisms relating
to the protection of tourists and the environment
will be strengthened. Strict policy vigilance and
monitoring will be conducted to minimise tourism
related crimes and abuses.
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33
At the same time it is important to preserve the environment, marine and wildlife.
The waters off Sri Lanka are home to a diversity of marine life
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34
Strategy Activities Outcome / Target 2020
Increase Tourist Arrivals
Build positive perception globally through comprehensive market promotion campaigns
Increase tourism openness through regional cooperation
Develop major cities of the country to be attractive tourist cities in Asia
Increase in tourist arrivals up to 4 million per year
Increase in tourism earnings up to US $ 8 billion
Promote Up-Scale TourismAssure a grand shopping experience for touristMaintain safety standards and security aspects
Increase in average spending per tourist per day up to US $ 200
Diversity Tourism
Organise adventure toursprove boat riding, bird watching facilitiesImprove facilities for exploring magnificent coral
reefs, coastal fishing and dolphin and whale watching
Promote healthcare tourismPromote agro-tourismPromote community-based tourism
Increase in revenue from visitors visiting wild life parks up to US $ 1 million
Focus on new markets
Focus on new markets such as America, East Asia, Middle East, Eastern Europe and Australasia
Establish a state-of-the-art information centreImplement promotion campaigns with the
participation of Sri Lankan diaspora and mission abroad
Establish overseas market promotion units
Increase in tourist arrivals by regions except Western Europe and South Asia to 60 percent
Develop tourism infrastructure
Increase accommodation capacityEncourage public-private partnerships
Increase in number of hotel rooms up to 75,000
PopularizeTouristAttraction,Events
Create a data base of tourist attraction and events
Publish an event calendarPromote festivals in Sri Lanka
Maximum domestic value creation
Promote Domestic Tourism
Provide adequate accommodation facilities at affordable rates
Build a relaxing environment in main citiesDevelop all religious places of worshipArrange domestic travel packagesCreate opportunities to open up internal airlines
and sea plane services
Promote the setting-up of theme parks
Revenue from domestic visitors visiting wildlife parks, botanical gardens,zoologicalgardens,museums and the cultural triangle will increase up to US $ 2.5 million
Enhance Industry Professionalism
Encourage private sector to set up world renowned human resources development centres
Include hotel management and tourism promotion subject in the university curricula
Extend maximum support to the private sector training institutions
License tour guides in order to standardise the service accreditation of travel agents
Increaseinnumberofdirect&indirect employees up to one million
Conserve Fauna and Flora Attraction
Establish a new safari park at RidiyagamaDevelopanewdryzonebotanicalgardenin
Mirijjawila
EstablishanewzoologicalgardensatPinnawala
Maximum number of domestic and foreign tourist attraction
Improve Service StandardsStrengthen the regulatory bodies
Follow strict rules and regulation
Tourism related crimes minimised
Improved globle reputation as a high end tourism destination
Summary of Sector Strategies and Targets
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Sri Lanka is one of the worlds best destinations for spotting blue and sperm whales. Reaching upto 100 feet or more in length, these great mammals can be seen off the South and East coasts of the island.
Mirissa is located on the South coast of Sri Lanka and is one of the best locations to see the whales at play. This underwater image was captured by Andrew Sutton.
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36
It is important to ensure that tourists enjoy their visit and take back fond memories. Positive word of mouth is a very powerful promotional tool for tourism.
Aromatic oriental spices make Sri Lankan food exotic
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M i n i s t r y o f E c o n o M i c D E v E l o p M E n t
Tourism Development Strategy2011 - 2016
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1.0 introduction 4 | 2.0 Key objectives 4 | 3.0 strategies involved 4 | 3. 1 creating an environment conducive
for tourism 6 | 3.1.1 policy framework to support investors and the industry 6 | 3.1.2 improvements to the
regulatory framework 6 | 3.1.3 A conducive taxation strategy for tourism 6 | 3.1.4 Development guidelines 8 |
3.1.5 infrastructure to meet the industry requirements 8 | 3.1.6 transport solutions 10 | 3.1.7 product
development and supporting sME sector 10 | 3.1.8 Human resources requirements of the industry 11 |
3.2 Attracting quality tourists to the country 12 | 3.2.1 the opportunity 12 | 3.2.2 sri lanka tourist arrivals
targets 12 | 3.2.3 visit 2011 campaign 14 | 3.2.4 Using the web as a powerful communication media 18 |
3.2.5 international marketing promotions 20 | 3.3 Ensuring that departing tourists are happy 21 |
3.4 improving the domestic tourism 21 | 3.5 contributing towards improving the global image of sri lanka 22 |
4.0 Development policy framework of Government 24 |
contents